Luxury Appeal: Packaging Matters

Do your products belong under the sink…or on the counter with her cosmetics?

Your jewelry care line is an extension of your brand and should represent your store’s elegance and sophistication. Yes, the products are cleaners, but there is a notable difference between Mr. Clean and CLINIQUE Rinse-Off Foaming Cleanser. Both perform a cleaning task, but they mean different things to their consumers. One represents a task; the other a certain luxury.

When you choose packaging for your jewelry care line that reflects your brand with sophisticated, cosmetics styling, your line has an appeal that is fitting for a luxury product like jewelry. Women may shop in the cleaning aisle at Target, but they aren’t really drawn there. But they are drawn to the cosmetics counter at their favorite department store. They like to browse the beautiful products at the CLINIQUE, Bobbi Brown and Chanel counters. And they will be drawn to your jewelry cleaning products when they are packaged with a similar aesthetic.

Your private-label jewelry care line has your name on it. Do you want your name on something your customers hide under the sink with their Scrubbing Bubbles? Or do you want it on a beautiful jar, cloth or gift set that your customer keeps out on her bathroom counter or make-up table? Your mother may have told you not to judge a book by its cover, but the truth is that packaging does matter. It says something about the product on the inside and the store whose name is on the outside. In your customers’ home, is your brand-name product more Mr. Clean or CLINIQUE?